Conducting

Marketing ManagementArab World EditionKotler, Keller, Hassan, Baalbaki and Shamma

Chapter 4

Conducting Marketing Research and Forecasting Demand

Chapter Questions

1. What constitutes good marketing research?

2. What are good metrics for measuring marketing productivity?

3. How can marketers assess their return on investment of marketing expenditures?

4. How can companies more accurately measure and forecast demand?

Copyright © 2012 Pearson Education 4-3

The Marketing Research SystemChapter Question 1:

What constitutes good marketing research?


واعطاء : المعلومات وتحليل لجمع نظام خلق هى التسويق بحوث

االوضاع عن االجابات واعطاء المعلومات تلك حول هامة تقارير

الشركة وتواجه بالسوق المحيطة

P&G has a dedicated Consumer & Market Knowledge (CMK) market

research function.




البحث بمهمة للقيام خارجية بحوث شركات مع الشركات تتعاقد ما غالبا

انواع ثالث وهم : التسويقى

عامة : بحوث كاوضاع شركات العامة البحوث فى تتخصص التى وتلك

جهاز ) واالسعار والمستهلكين السوق

االحصاء التعبئة

متخصصة : تسويق بحوث بالتعاقد شركات تقوم التى الشركات وهى

ابسوس ) – ( شركة نيلسن شركة مثل عمولة او اجر نظير معين بحث على

تنفيذية : بحوث جمع شركات على الوحيدة مهمتها تقتصر شركات وهى

المعلومات وجمع الميدانية البحوث تنفيذ خالل من المعلومات



جمع اجل من ظريفة بطرق تقوم الصغيرة الشركات بعض

اقل بتكلفة : المعلومات

فعلية عمل ورش فى الجامعات فى والطالب االساتذة اشراك

االنترنت استخدام

المنافسين لمقار ميدانية زيارة


The Marketing Research ProcessChapter Question 1:


Effective marketing research

follows the six steps shows

in Figure 4.1.

Fig. 4.1: The Marketing Research Process


Step 1: Define the Problem and Research Objectives

Chapter Question 1:


المشكلة تحديد

البدائل تحديد

البحث اهداف


Step 2: Develop the Research Plan

Chapter Question 1:


حول قرارات اتخاذ إلى بحاجة ونحن البحث، خطة :لتصميم

البيانات :مصادر

البيانات؟ الثانوية أو األولية البيانات

تشمل - أن يمكن البحث :منهج

الرصدية البحوث

البحثية المجموعة التركيز

المسحية البحوث

السلوكية البيانات

التجريبي البحث

A focus group in session



Chapter Question 1:


البحث ادوات تحديد يجب

االستبيانات


Question Types – اختيارين من اختيار

؟ تدخن هل

Yes No

Chapter Question 1:



With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group

Question Types – Multiple Choice

Chapter Question 1:



Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

Question Types – Likert Scale

Chapter Question 1:



Royal Jordanian Airlines

Large ………………………………...…….Small

Experienced………………….….Inexperienced

Modern……………………….…..Old-fashioned

Question Types – Semantic Differential

Chapter Question 1:



Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

Question Types – Importance Scale

Chapter Question 1:



Royal Jordanian Airlines’ food service is _____.

Excellent

Very good

Good

Fair

Poor

Question Types – Rating Scale

Chapter Question 1:



How likely are you to purchase tickets on American Airlines if in-flight internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

Question Types – Intention-to-Buy Scale

Chapter Question 1:



What is your opinion of American Airlines?

Question Types – Completely Unstructured

Chapter Question 1:



What is the first word that comes to your mind when you hear the following?

Airline ________________________

Royal Jordanian __________________

Travel ________________________

Question Types – Word Association

Chapter Question 1:



When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

Question Types – Sentence Completion

Chapter Question 1:



“I flew by American Airways a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Question Types – Story Completion

Chapter Question 1:



Question Types – Picture (Empty Balloons)

Chapter Question 1:




Chapter Question 1:


(Decisions to make, continued):

• Sampling plan

o Sampling unit: Who is to be surveyed?

o Sample size: How many people should be surveyed?

o Sampling procedure: How should the respondents be chosen?

• Contact methods

o Mail questionnaire

o Telephone interview

o Personal interview

o Online interview Insights from Kraft-sponsored online communities helped the company

develop its popular line of 100-calorie snacks.


Step 3: Collect the Information

Chapter Question 1:


Data-collection phase is generally the most expensive and the most prone to error.

Problems collecting survey data include:

•Respondents not at home/not contactable

•Respondents refuse to cooperate

•Respondents give biased or dishonest answers

•Interviewers are biased or dishonest


Step 4: Analyze the Information

Chapter Question 1:


Extract the findings by:

•Tabulating the data

•Working out averages and measures for spotting patterns

•Applying statistical techniques and decision models

•Testing different hypotheses and theories

•Applying sensitivity analysis to test strength of conclusions


Step 5: Present the Findings

Chapter Question 1:


Researcher presents findings relevant to the major marketing decisions facing management.

Researchers are often asked to add their opinion and recommendations, to act as consultants.


Step 6: Make the Decision

Chapter Question 1:


Many organizations use a marketing decision support system (MDSS) to help marketing managers make better decisions.

A MDSS is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware

by which an organization gathers and interprets relevant information

from business and the environment and turns it into a basis for marketing action.


Measuring Marketing ProductivityChapter Question 2:

What are good metrics for measuring marketing

productivity?

Marketing metrics are the set of measures that helps

marketers quantify, compare, and interpret marketing

performance.


Marketing Metrics

Chapter Question 2:


productivity?

Companies should ask themselves five questions to review how

they measure their marketing performance:

1.Do you routinely research consumer behavior (retention, acquisition, usage) and why consumers behave that way?

2.Do you routinely report the results of this research to the board in a format integrated with financial marketing metrics?

3.In those reports, do you compare the results with the levels previously forecasted in the business plans?

4.Do you also compare them with the levels achieved by your key competitor using the same indicators?

5.Do you adjust short-term performance according to the change in your marketing-based asset(s)?


Table 4.6: Sample Marketing Metrics

Chapter Question 2:


productivity?


Marketing-Mix Modeling

Chapter Question 3:

How can marketers assess their return on investment of marketing expenditures?

Marketing-mix models analyze data from a variety of

sources, such as retailer scanner data, company shipment

data, pricing, media, and promotion spending data, to

understand more precisely the effects of specific marketing

activities.


Marketing Dashboards

Chapter Question 3:


• A customer-performance scorecard records how well the company is doing year after year on customer-based measures.

• A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company’s performance including employees, suppliers, banks, distributors, retailers, and stockholders.


Box 4.1: Sample Customer-Performance Scorecard Measures

Chapter Question 3:



Fig. 4.2: Marketing Measurement Pathway

Chapter Question 3:



Fig. 4.3: Example of a Marketing Dashboard

Chapter Question 3:



Forecasting and DemandMeasurement

Chapter Question 4:

How can companies more accurately measure and

forecast demand?

The Measures of Market Demand

Fig. 4.4 shows 90 different types of demand measurement.

But there are productive ways to

break down the market, for example:

• Potential market

• Available market

• Target market

• Penetrated market

Fig. 4.4: Ninety Types of Demand Measurement


Chapter Question 4:


forecast demand?A Vocabulary for Demand Measurement

• Market demand

• Market forecast

• Market potential

• Company demand

• Company sales forecast

• Company sales potential


Chapter Question 4:


forecast demand?A Vocabulary for Demand Measurement

Fig. 4.5: Market Demands Functions


Chapter Question 4:


forecast demand?Estimating Current Demand

Marketing managers want to estimate:

• Total market potential

o Use: chain-ratio method

• Area market potential

o Use: market-buildup method, or multiple-factor index method

• Industry sales and market shares

o Identify competitors and estimate their sales


Chapter Question 4:


forecast demand?Estimating Future Demand

How do companies develop their forecasts?

• Survey of buyers’ intentions

• Composite of sales force opinions

• Expert opinion

• Past-sales analysis

• Market-test method


Credits

• Slide 1 Camera Press Ltd: Richard Wayman

• Slide 3 Press Association Images: Wilfredo Lee / AP

• Slide 8 Alamy Images: Adams Picture Library t / a apl

• Slide 24 Alamy Images: Jeff Greenberg

• Slide 34 “What does marketing success look like?”, Marketing Management, Vol 10 (1), pp.12–18, (Ambler, T.,

2001), copyright © American Marketing Association. Reproduced by permission of AMA and the author

• Slide 30 Adapted from Patrick LaPointe, Marketing by the Dashboard Light – How to Get More Insight, Foresight, and Accountability from Your Marketing Investments. © 2005,

Patrick LaPointe

Date post:	20-Jan-2015
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